【正文】 e language features. Only more exposure to foreign cultures, familiar with different language national history amorous feelings, way of life, value and national psychology, open up their vision, learn more about the cultural and language differences. Culture promotes the development of advertising language, the language of advertising propagandize its culture. Chinese and Western advertising language has its own unique form of language which contain the beautiful scenery of language and culture. The charm of the language of instruction is fully displayed in the advertisement. Meanwhile, the Chinese and Western social and cultural knowledge which contained in language make us experience the infinitude delight .Chinese and Western advertising languages let us deepen our understanding of foreign countries, and bring to the world of crosscultural exchanges.Ⅲ.The features of Chinese and Western advertisementAdvertisement is the special performance of modern culture spirit. As a means of reflecting the reality, advertising language also is the ponent of culture. Advertisements adjust people’s activity or bring the society effect into play. Advertisement is a multilanguage arts conveying information to people and using language for the carrier (Chen, 2000:12).Therefore, the advertising language should be simple and easily understood， fluency and clear, we should also pay attention to the rhetoric manner at the same time. Chinese and Western advertisement cited a variety of rhetoric to achieve the effect of merchandise promotion, and consumers are not consciously deepened the impression of the product after gaining the spirit edifying and enjoying aesthetic feeling, arousing people’s desire to buy it , such as antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. Etc Owing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different culture values and thinking mode. Chinese and Western culture has large different culture background, customs, behavior conduct and way of life. Thus, advertisers will no doubt consider the demands of consumer through their cultural background. There I list some examples of advertisement to pare and analyze how the Chinese and Western national culture influence their advertising language: Different Philosophy conceptThe Chinese nation has insists that the heaven and human units as the harmonious one. For example: something unexpected may happen any time, I have life insurance (The People’s Insurance Company of China).This ad indicates that people are not afraid of accident because the people have insurance. The accident and insurance is a unit and are dispensable. That the business loves customs is showed in this ad and it will e to an agreement between them. At last the goal of the ad es into truth. (Mueller, 1966:66).But in western culture they insist the standpoint of pluralistic. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature ,stressed that personal freedom 、 self—development and personal enterprise. The biggest different between harmonious and pluralists if that the pluralists is not limited. Look at this English ad：Olympus, No limits. There is little you can’t be with the Olympus Zoom Lens Reflex series. The allinX cameras that won’t limit your creative ability. (Olympus camera). The camera have one more features make photographs produce different then to reflect individual creativity is in the continuing development and is not limited in this ad. The advertisements show the ultimate challenge and seek freedom can greatly stimulate consumer desire so enthusiastic consumption. (Chen, 2000:33) Different cultural values—orientedChinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods, they attempt to explain how long the water life by quotating the history. For example: (1) Legend quality, Century ZHANG YU.( ZHANG YU Tokay) (2) Tang palace drink, JIAN NAN CHUN (JIAN NAN CHUN Drink) Those two alcohol’s long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen, 2000: 62).The Western countries insisted the short term oriented culture。 the main reason is the history is shorter than China. They don’t do the business like Chinese who often use the factors of history and tradition, but use the strong and direct marketing strategy (hard sale), a product of the “immediate results” as a selling point. For example: “go and get it at once”, “buy it” , “fit it well”, “take action right now”, “call now” etc. is the mon use in foreign ads (Zhu, 1996:50).Value is the different views and attitudes of people regarding the matter. China is a traditional agricultural economy society, it is said that Chinese cultural system emphasized the collectivism and authoritative character, using the natural value orientation. This ad is a manifestation of this feature of Chinese culture: HUA LI killing mosquito tool—“silence without mosquito” dedication. This ad was excellent for using the partial tone of “mosquito